These late days of August have an unmistakable whiff of Autumn. Like many other times of year, Autumn has a distinct social significance: back to school. But like many other social phenomena, “back to school” is not what it appears to be.
On the surface we see it as a time for children to re-focus, get ready, and return to their studies. But as this famously successful Staples television ad shows us, there is more to the story:
This ad works because it shows us how the entire family is a key part of what is seemingly only relevant to certain members of the family. “Back to school” is a time for children, yes, but it is also a time for parents to inculcate them with the capitalist practice of consumption and the Protestant ethos of future planning.
Parents consume on behalf of their children during this time of year. Children (whose parents can afford it) receive “nice” goods, such as new clothing, and also “practical” goods such as school supplies. The ritual of consumption is cast as a “re-birth” of sorts, because new clothes and fresh notebooks connote a “new self.” “Back to school” then, is a ritual of re-birth carried out through consumption.
Parents also instill in their children the importance of preparation and future orientation during “back to school.” Throughout the summer months, children are expected to engage in recreational activities, such as summer camp, or simply “getting outside” (my mother repeatedly used those terms as she begrudgingly tromped off to work while my siblings and I seemed glued to Three’s Company re-runs).
When “back to school” begins, however, children are expected to engage with their parents around planning. The date for returning to school is known well in advance. A flurry of activity kicks off several weeks before school begins. Buying new notebooks is pre-dated by receiving, and analyzing the “schools supplies list” from children’s schools. Children are trained to plan “outfits” before purchasing their new clothes. They are also trained, increasingly, to learn how to use daytimers. The first entry is often the first day of school.
Why is the father in the Staples ad so happy? Because his children are reminded that they do not occupy a privileged state in today’s culture. Dad likely works for a company. He likely lives on the earn/spend treadmill. He likely controls few things about his working life. Come September, his children’s summer bubble is over. Just like him, they must consume and plan. Just like him, they must conform to a role set by others. Just like him, they must go “back to school.”
Categories: Blog
{ 2 comments… read them below or add one }
I always thought he was happy because they were out from under his feet – back in the free childcare system that is public school. I had always interpreted it as a thoughtless glee that he didn’t have to deal with arranging activities and dealing with the mess of having them around the house all day. But I can see, now that you mention it, that there is a certain degree of schadenfreude….good call!
Of course you’re right too — he definitely wants to leverage the free daycare that is public school! I just skimmed through Krishnan Kumar’s Prophecy and Progress recently (partly what made me write this post) and he goes into great detail about what the public school system does for adult workers, i.e., frees them up from “work” at home.